Time Out for Casual
Each day more than 133 million consumers go to work in the United States. Although the workforce is composed of individuals, some interesting aspects of consumer behavior characterize a large mass of these "workforce textile consumers." Data from Cotton Incorporated's Lifestyle Monitor™ give us a whimsical glimpse into their daily routine.
 6:00 A.M. - Wake-Up Call
The majority (60%) of consumers choose clothes to wear to work when they wake up in the morning. Younger consumers are the most likely to wait until the last minute to find something to wear, while older consumers plan ahead. More than 70% of Generation Y and 57% of Baby Boomers wait until they roll out of bed to look into their closet. When peering into the closet, 43% know exactly where their clothes are stored, while 44% are not certain where their clothes are but can find them with some effort; 13% are certain that their clothes are in the closet, but have no idea where.
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What Are They Looking For in Their Closets?
More than half are looking for either business casual or casual clothes to wear to work; 21% put on a uniform, 17% wear durable work clothes, and a mere 7% don business suits for the workplace.
When given a choice, 51% prefer to wear denim jeans to work, while 46% prefer casual slacks. Of those preferring slacks, 72% opt for 100% cotton slacks with wrinkle-resistant properties, confirming consumers' desire for convenience in their lives.
 7:00 A.M. - Off to Work
Two-thirds of Lifestyle Monitor™ respondents leave their homes to travel to workplaces that have at least one casual day per week. The incidence of casual days in the workplace is slightly higher in the Northeast and West than in the South or Midwest.
 9:00 A.M. - On the Job
At work, 35% of employees feel that their colleagues have taken casual day too far by wearing clothes that are unacceptable. Although most employees agree that jeans and athletic shoes are okay for job-wear (84% and 71%, respectively), 69% say that shorts push the envelope.
Of consumers who browse the Internet for apparel, 10% do so during working hours. These users tend to be between the ages of 25 and 34 and have an annual household income of $25,000 to $50,000. Marital status does not differentiate employees browsing the Net at work, but men are more likely to do so than women. The good news for the boss is that almost half (47%) spend less than an hour a month looking for clothes on the Web, while 32% spend from one to two hours. The amount of time consumers spend looking for apparel on the Internet is the same whether they are at home or at work.
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 12:00 P.M. - Break for Lunch and Shopping
When shopping for apparel to wear on casual days, 87% of consumers say they have no problem selecting an outfit. However, 8% need a little help in coordination, and 5% are overwhelmed by the choices.
 1:00 P.M. - Back to Work
Upon returning to work, many shoppers may be second-guessing their clothing purchases. Even though 87% of shoppers say they need no help in selecting an outfit for casual days at work, two-thirds admit to purchasing a piece of clothing and deciding a short time later that they didn't really like the item. The primary reasons for not liking the item were related to fit or size and the way the item looked. Maybe a little help in deciding what to buy is not such a bad idea.
 5:00 P.M. - Home Again
When returning home from work, 90% of consumers enter a home with a color-coordinated, somewhat casual design. Only 10% describe their home decor as formal. These percentages have not changed over a five-year period, indicating that consumers are comfortable with their home-decorating choices.
 7:00 P.M. - Stepping Out
Consumers choosing a restaurant for their birthday have seemingly infinite choices. But, in keeping with current lifestyle trends, three-fourths prefer to dine in a restaurant with a casual atmosphere. Twenty-seven percent prefer a cozy bistro, 26% a family-style restaurant, and 21% a casual bar and grill. Only one in four opt for a fancy and elegant dining experience.
Although casualization has permeated everyday life, consumers still like to dress up for a party. When asked whether they would rather be underdressed or overdressed at a party, 51% say they prefer to be overdressed.
 10:00 P.M. — Bedtime
Before turning in, 37% of consumers, mainly women and older consumers, select an outfit to wear to work the following day.
Most Lifestyle MonitorTM respondents (73%) end their day by climbing into a bed with 100% cotton sheets. (Do the other 27% get a good night's sleep?
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